Top Techniques for Building an Esthetics Clientele That Lasts

The beauty industry is one of the most competitive, and building a loyal clientele is a must if you want to outperform other estheticians in your local area. Below, you will discover how to build clientele as an esthetician and retain clients for years.

Understanding Your Target Audience

If you want more clients, you absolutely must understand who your target market is. Knowing your ideal clients, including their pain points, preferences, and demographics, sets the stage for success with your marketing strategy.

Picture your ideal new client in your mind. Ask yourself:

• How old are they? For example, are they students, middle-aged homeowners, or seniors?
• What is their income level?
• What are their main beauty concerns?
• What beauty services are they looking for?

Once you have your preferred customer profile, you’re equipped to tailor your advertising messages to that market and better manage your ad spend.

Building Clientele Through Exceptional Service

The beauty world is a crowded one, and it’s tough to attract new customers. If you’re having trouble attracting clients, give these tips a try.

Delivering Personalized Experiences

Savvy business owners know that their customers adore personalization. Research backs this up, too. According to one study, 71% of customers want personalized products and services. Additionally, businesses that leverage personalization enjoy 40% more revenue than those that don’t.

Sending personalized emails is a fantastic way to engage with existing clients. Thanking clients for their business is a surefire technique for scoring more future appointments.

You could also consider offering customized skincare regimens suited to each customer’s skin type and beauty concerns.

Encouraging Client Referrals

Word of mouth can bring you new clients without any extra work; best of all, it’s free. To score word of mouth, start by building rapport with customers and offering high-quality services. At the end of a session, hand each person your business card and ask them to recommend you to their family and friends.

Referral programs work well, too. You could offer current clients a discount on their next appointment for referring new customers to you.

Offering Consistent Quality

If you want to succeed as a professional esthetician, you’ll need to expand your knowledge, skills, and expertise throughout your career. No matter how much you know, learning is a lifelong process, and there’s always room for improvement.

Educate yourself by attending training sessions and beauty-focused seminars. This is an excellent way to learn about new services you can offer regular clients.

Utilizing Online Marketing Strategies

If you’re wondering how to build clientele as an esthetician, don’t forget about your online presence. Here are some additional marketing strategies to use for your salon.

Building an Engaging Online Presence

Spas and other beauty businesses need a gorgeous, easy-to-navigate website. Don’t skimp on design; a professional and attractive website is well worth the investment.

Post your contact information, client testimonials, and before-and-after photos to drum up interest on your website. You can also write regular blog posts regarding your product lines and services. Writing blog posts is a great way to boost the position of your own business in the search results.

Don’t forget about your social media pages. Make a business page for a variety of social media platforms, such as Instagram, Facebook, Pinterest, and X. Regularly posting and answering customers’ questions on social media does wonders for your marketing efforts.

Leveraging Online Reviews and Testimonials

Good reviews tend to have a snowball effect. Once you’ve scored a few, attracting new clients is easier. Encourage happy customers to leave reviews on Yelp, Google, and sites such as RealSelf and SpaFinder.

Negative reviews are inevitable for any business. If a customer decides to leave a bad review, respond to it promptly and offer a solution.

Implementing Effective Email Marketing

Building an email list effectively wins new business and engages your current clientele. Once you’ve built an email list, you can send newsletters, special promotions advertising a can’t-miss deal, and personalized offers based on the customer’s history and preferences.

Here are some awesome email marketing tips for beauty brands:

• Segment your list by demographics, source, and stage of the customer journey. Segmenting your list allows you to target specific types of customers more effectively.
• Optimize your emails for mobile devices with easy-to-read text and fast-loading images.
• Re-engage with inactive subscribers by sending special offers, such as a “We’ve Missed You” discount.
• Set up trigger emails to send when subscribers take a certain action. For example, you can send welcome emails to new subscribers and review requests to those who’ve recently visited your salon.

Want an easier way to automate patient emails? Check out Weave’s Email Marketing solution to craft and send promotional offers, office updates and more using custom or pre-built email templates to bring in more patients.

Engaging Clients With Special Promotions and Events

Who doesn’t love a good promo? Here’s how to build clientele as an esthetician with special events.

Hosting Client Appreciation Events

Client appreciation events show your cherished customers that you care. Try these ideas:

• Host an open house and allow customers to tour your salon.
• Hold a “Day in the Life” event that lets customers learn what working at a salon is like.
• Hold launch parties when introducing a new product or service at your salon. You can offer demonstrations and samples of your latest product.
• Host luncheons with free snacks, beverages, and other goodies.

Seasonal and Themed Promotions

Limited-time season promotions can create a sense of urgency, so taking advantage of them is smart. For example, you might offer a special promo on makeup services before the holidays. This works well because many want to look their best before hosting that big Christmas or Thanksgiving dinner.

Optimizing Client Retention Strategies

Once you have those clients, keep them coming back for more! Here’s how.

Setting Up Loyalty Programs

Loyalty programs reward customers for giving you their business, and they work extremely well. A study by McKinsey & Company found that:

• 43% are more likely to purchase from a company weekly after joining a loyalty program
• 59% are more likely to choose the brand over competitors
• 62% are more likely to spend more money on the brand

For your loyalty program, you could consider offering discount tiers. Clients earn points after every service they buy, and after gaining enough points, they move up a level in the program. The higher their level, the bigger the discount.

Regularly Gathering Client Feedback

Are customers satisfied with your services? Unless you ask, you’ll never know.

To gain feedback, you can place “Rate Your Experience” cards at the front desk. Encourage clients to fill out the cards before they leave.

Digital surveys allow you to collect feedback after customers leave your salon. You can easily gather client feedback with our software, Weave.

Want More Customers for Your Beauty Business? Try Weave!

If your beauty business could use more potential clients, it pays to focus on your online and offline presence. Offering top-notch services, a loyalty program, and special events could increase your client numbers.

Now that you’ve learned how to build clientele as an esthetician, we invite you to take Weave for a test run. Weave is the perfect partner to support your salon or spa. It comes with must-have features such as online scheduling, payments, two-way texting, and much more.

To learn more about Weave for medical spas, call (833) 572-2139 or get a demo now.